【正文】 Zhenmei art porcelain enterprise。 關(guān)鍵詞： 醴陵；陶瓷；振美瓷廠；營銷 華北電力大學(xué)本科畢業(yè)設(shè)計（論文） II Research on marketing strategy of Liling Chinese Zhenmei art porcelain enterprise Abstract Nowadays, the economy develops rapidly and the technology continues to make improvements. With two types of social attitudes and a variety of related policies being put forward, the production and petitive pressures of ceramic enterprises is increasing. At this point, the right marketing strategy ceramic enterprises adopted to get achievements in the fierce market petition is particularly important. The research is intended to be based on the current environment context. And we’ve got the information about ceramics industry development of Liling and the marketing strategy of the Liling Chinses Zhenmei art porcelain enterprise, through field visits, personnel interviews and collection of documents, etc. Meanwhile, we’ve known a series of related policies and measures held by governments. Then, a detailed environmental analysis was carried out. The paper studied its marketing strategy, and found that the implementation of its’ marketing strategies is not in place, the marketing model is not ideal and product promotion methods are not irrational. At the end, the corresponding remendations for improvement have been put forward. Keywords: Liling。 本課題 即是 擬 立足于當(dāng)前 的環(huán)境背景， 通過實地考察、人員訪談及搜集文獻資料等方式獲取了醴陵陶瓷產(chǎn)業(yè)的發(fā) 展現(xiàn)狀、 中國醴陵振美藝術(shù)瓷廠 的營銷現(xiàn)狀等基本信息，并了解了我國 和醴陵市針對陶瓷產(chǎn)業(yè)的發(fā)展和規(guī)范制定的一系列相關(guān)政策和措施。華北電力大學(xué)本科畢業(yè)設(shè)計（論文） 畢 業(yè) 設(shè) 計 (論文 ) ` 院 系 經(jīng)濟管理系 專業(yè)班級 工商管理 0901 班 學(xué)生姓名 劉熙 指導(dǎo)教師 張省 二○ 一三 年六月 題 目 中國醴陵振美藝術(shù)瓷廠營銷策略研究 華北電力大學(xué)本科畢業(yè)設(shè)計（論文） I 中國醴陵振美藝術(shù)瓷廠營銷策略研究 摘要 經(jīng)濟的快速發(fā)展、技術(shù)的不斷改進，以及“兩型”社會觀念和各種相關(guān)政策的提出，使得各陶瓷企業(yè)所面對的生產(chǎn)和競爭的壓力都與日俱增。此時，陶瓷企業(yè)為在激烈的市場競爭中取勝所采用的正確營銷策略就顯得尤為重要。然后 ，本文作者對振美瓷廠進行了詳細的環(huán)境分析，同時對其 營銷策略進行 了 研究，針對其 營銷策略中存在的現(xiàn)行營銷策略實施不到位、所采用的營銷模式不理想、產(chǎn)品推廣方法不合理等問題 提出 了相應(yīng)改進建議 。 ceramics。 Marketing 華北電力大學(xué)本科畢業(yè)設(shè)計（論文） 目 錄 摘要 .................................................................................................................................I ABSTRACT .................................................................................................................. II 1 緒論 ............................................................................................................................. 1 課題背景 .................................................................................................................. 1 課題內(nèi)容 .................................................................................................................. 1 國內(nèi)文獻綜述 .......................................................................................................... 1 醴陵陶瓷發(fā)展 ....................................................................................................... 1 營銷理論的發(fā)展 ................................................................................................... 2 陶瓷營銷理論的發(fā)展 ........................................................................................... 3 2 振美瓷廠營銷現(xiàn)狀 ..................................................................................................... 4 概述 .......................................................................................................................... 4 基本信息介紹 .......................................................................................................... 4 振美藝術(shù)瓷廠 ....................................................................................................... 4 陶瓷的分類 ........................................................................................................... 4 振美藝術(shù)瓷廠營銷策略 .......................................................................................... 5 3 振美瓷廠環(huán)境分析 ..................................................................................................... 6 宏觀環(huán)境分析 .......................................................................................................... 6 政治法律環(huán)境 ....................................................................................................... 6 經(jīng)濟環(huán)境 ............................................................................................................... 6 社會文化環(huán)境 ....................................................................................................... 7 技術(shù)環(huán)境 ............................................................................................................... 8 行業(yè)環(huán)境分析 .......................................................................................................... 8 供應(yīng)商的議價能力 ............................................................................................... 9 消費者的議價能力 ............................................................................................... 9 新進入者的威脅 ................................................................................................... 9 替代者的威脅 ..................................................................................................... 10 同行業(yè)的競爭程度 ............................................................................................. 10 4 振美瓷廠營銷策略存在的問題 ................................................